Sloggi approached Mullenlowe London to refresh their brand identity. Along with a new logo and branding guidelines, a new design language was developed to go across all of Sloggi's product packaging.
Constrained to existing packaging die cuts, the challenge was to update both new and existing series with a cohesive, colourful and consumer-friendly design that worked within existing parameters.
The designs launched in Spring/Summer 2019.
Women's card riders for products on hangers
Men's Regular Channel packaging design for EVER Fresh
Men's Regular Channel EVER Series packaging
Women's 100 Regular Channel box design
Various other Mens Regular Channel pack designs
Mens Hyper Channel
Old (existing) and new packaging designs side by side
Limited Edition Women's packaging design for The '79 high cut brief
Brand colour palette arranged by comfort platforms
Head of Design: Ryan Self
Lead Designer: Silvia Sella
Design: Augusta Lindquist
Photography: Christopher Fenner